Top trends to watch in beauty supplements for 2024


With increasing consumer interest in holistic wellness, the trends to watch are reflecting a shift towards a more integrative approach to beauty.

Scalp care 

Hair growth cycles are known to be affected by age, stress, hormones, and vitamin deficiencies, which can prompt weakness, damage, and excessive shedding. 

But lately, haircare has shifted to focus on scalp health, as brands are placing greater emphasis on incorporating ingredients that promote a nourished scalp, Marie Drago, founder of probiotic skincare brand Gallinée, explained during NutraIngredients’ Probiota conference​.

“Today’s more ‘holistic’ view of beauty is very beneficial to this market, as is awareness that the less you put on your skin, the better for its health. The scalp is a really rising area in the skin microbiome because there is a trend for skinification of hair care and the more you treat your scalp the more you treat your hair,” she noted.

UK hair brand Glowwa launched its inaugural ‘Hair Food’ as an all-in-one supplement to support hair growth and reduce shedding. It includes biotin, B12, folic acid, zinc, lysine, MSM, niacin, B5, B6, vitamin C and coconut water.

Similarly, Australian wellness brand Vida Glow’s once-daily Hairology Capsules are designed to reduce hair thinning. It includes patented organic pea sprout extract AnaGain which has been found to reduce hair loss​, brown seaweed extract to support healthy thyroid hormones​ which can help control the growth of healthy hair follicles, and zinc, selenium and biotin. 


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